With 11 exterior brands under its umbrella, Boral Building Products was seeking new ways to reach its diverse customer base of two-step distributors, pro dealers, builders and remodelers, and homeowners with products news and information without overwhelming them with unnecessary content or too much promotion.
True Digital Communication developed a content plan designed to balance most of Boral Building Products’ brands while appealing to its vastly different customer bases. Using a central blog and individual brand blogs as the content platforms, True crafted a schedule of up to four articles each month with coverage across or related to its high-profile brands. Leveraging educational-style content, including trends, projects, sales strategies, industry news, and production solutions, positions the manufacturer as a resource while still delivering product tie-ins and clear calls to action.
Traffic to the blog is supplemented by a series of monthly newsletters with content and company news curated specifically for each distinct customer segment. This approach ensures timely delivery of information in a manner most efficient to the customer along with a steady drumbeat of traffic back to the website.